Newsletter - Summer 2015

As of July 1, another year of licensing and royalty reporting has officially begun. Our licensing agency, Collegiate Licensing Company (CLC) and their staff have been renewing our licensees, closing out the last fiscal year and continuing to spread the good word about Purdue on our behalf. Our team is also collaborating on some exciting marketing initiatives for the upcoming year with CLC, local and regional retailers, Purdue Marketing and Media, Alumni Association, and Athletics.

In less than one month, our students will be back on campus and another year will be in full swing. I hope the information below will help you plan for the upcoming fall season.

Thank you for taking the time to learn more about Purdue University and its trademarks and licensing program. As always, Purdue looks forward to working with you. Please call or email anytime.

BOILER UP!

Abby Hawn, Trademark Licensing and Student Engagment Specialist
Jim Vruggink, Trademarks Licensing and Advertising Manager

Marketing Initiatives

College Colors Day

About

ccdPurduelogoAs part of the 11th annual College Colors Day celebration, Purdue University is participating in the inaugural “College Colors Challenge” and encouraging fan support across social media for the Boilermakers. The grand prize is a chance to win an all-expenses paid trip to the College Football Playoff National Championship game.

The College Colors Challenge is a new, socially-fueled national contest celebrating the excitement of college football as the season begins. Through participating in a series of photo and video challenges on social media, fans can flaunt their colors, express their school spirit, and vie for a trip to college football’s title game. The challenges revolve around three categories represented by the hash-tags: #SQUADPIC (large group), #FAMPHOTO (family), and #SELFIE (individual).  Some of the challenges include: fans posting an epic trick shot video while wearing their colors, an awkward college colors family photo, and college colors displayed at the office.

The College Colors Challenge kicks off on Monday, August 10. Winners for the first set of challenges will be announced via CollegeColorsChallenge.com on College Colors Day, Friday, September 4.  Each month during the college football season, three new challenges will be issued for a chance to win exciting prizes, including two more opportunities to win two tickets to the national championship game.

Fans

Fan participation in the College Colors Day campaign was a large success in 2014. The CCD app received 31,000 downloads in the month of August from all collegiate fans, 109,081 launches, and 10,017 consumer profiles were created, which gives us the platform to directly connect with fans. Thus, Purdue Trademarks and Licensing will be encouraging Boilermaker fans to download the 2015 College Colors app (currently available in both the iOS App Store and Google Play Store). We will also push Purdue fans to visit CollegeColorsChallenge.com for full challenge details on the initative, as it was a great fan engagment tool in 2014 with 148,788 vists.

Purdue Trademarks and Licensing plans to promote and encourage fans to download the app, visit the website, and participate in the campaign through our social media channels, Life at Purdue (Purdue Unviersity's main social media account), and athletics. Social media will play a large role in educating Boilermaker fans about the campaign since it has proven to be successful in the past. Specifically, in 2014 the hashtag #CollegeColors was used 39,785 times on Twitter and Instagram. In addition, 87 million media impressions were earned. 

CCD Retailers
Purdue Trademarks and Licensing is hopeful the 2015 CCD campaign will go over as well as the 2014 campaign, which was the best CCD year for retailers participating in the national marketing campaign. Below are specific retailer results from the CDD campaign (July-September) in the previous year.
  • Amazon's CCD promotion had an 11% lift in hardgoods sales and 69% lift in apparel sales over their regular fan shop sell-through
  • Fanatics sales were up 7% year over year during the CCD promotional period
  • Hibbett was up in 2014 over the 2013 year in apparel with women's leading the increase
  • Meijer saw an average increase of 15% in year over year sales during the promoitonal period
  • Sam's Club point-of-sale was up 22% over 2013
  • Stage beat their sales plan by 57% for the week of August 30
  • Walmart had an average point-of-sale increase of 30% over 2013

To ensure that you have the best CCD experience, Purdue Trademarks and Licensing would like to supply you with campaign specific signage below. If you have any questions or concerns about the CCD campaign please contact Abby Hawn, Trademark Licensing and Student Engagement Specialist.

Military Appreciation

iAmAnAmericanShirtBoilermakers can make an impact on those who have served our country throughout the week of September 7, 2015 by attending student activities, giveback events, and the Military Appreciation Day game on September 12 vs. Indiana State where the Purdue football team will display its support for our troops. Fans are asked to wear veteran-supporting shirts and hats for this Military Appreciation Day game to help empower those going through the EBV program and show many expressions of appreciation and recognition of our armed forces.

Knights Apparel has partnered with Purdue Trademarks and Licensing to produce the Military Appreciation “I Am An American” t-shirts, and the Operation Hat Trick caps will be featured throughout the campaign. The product is being carried at the Purdue Team shop, University Bookstore, Walmart, and Follett (Purdue West and Black and Gold Mine). If you are carrying any product related to the Miltiary Appreciation campaign and would like to be included under the "merchandise" section on the Boilers 4 Heroes website, please contact Abby Hawn, Trademark Licensing and Student Engagement Specialist. In addition, Purdue Trademarks and Licensing would like to supply you with retail signage to merchandise with the Miltiary Appreciation product and social media graphics found on the Boilers 4 Heroes website.

Looking ahead, if you would like to be involved in the Military Appreciation Campaign next year please contact Purdue Trademarks and Licensing. The campaign is a great opportunity for licensees to reach their fan base while helping to expand product lines.

Hammer Down Cancer15HammerDownCancerShirt

Throughout the week of September 21, 2015, Purdue University will feature a luncheon, giveback events, student activities and the Hammer Down Cancer game on September 26 vs. Bowling Green where the Purdue football team will display its support for cancer research – all to help raise awareness for this important campaign. For this Hammer Down Cancer game, fans are asked to wear cancer-supporting merchandise to help those battling the disease and honor those who have survived.

Purdue Trademarks and Licensing has partnered with Knights Apparel to produce Hammer Down Cancer t-shirts for mass retail, Alta Gracia for the campus bookstore channel, and Top of The World to manufacture hats. The product is being carried at the Purdue Team shop, University Bookstore, Meijer (Anderson, Avon, Carmel, Fort Wayne, Highland, Indianapolis, Kokomo, Lafayette, 15hammerdowncancercapMerrillville, Mishawaka, Richmond, West Lafayette, Warsaw), Walmart (Crawfordsville, Greenfield, Lafayette, Monticello, Portage, Schererville, West Lafayette), Purdue Official Online Store, and Follett (Purdue West and Black and Gold Mine). If you are carrying any product related to the Hammer Down Cancer campaign and would like to be included under the "merchandise" section on the Hammer Down Cancer website, please contact Abby Hawn, Trademark Licensing and Student Engagement Specialist. In addition, Purdue Trademarks and Licensing would like to supply you with retail signage to merchandise with the Hammer Down Cancer product and social media graphics found on the Hammer Down Cancer website.

During the Hammer Down Cancer campaign, Purdue Trademarks and Licensing will plug the Hammer Down Cancer merchandise into various events and media channels to ensure the product, brands and retailers associated with Purdue University and the campaign are featured in a positive light with hopes that embedded marketing garners increase exposure for the product, thereby benefiting sales. For more information contact Abby Hawn.

Social Media

The Purdue Trademarks and Licensing staff have developed a 2015-2016 social media calendar including department and university marketing initiatives, specials, new product features and teasers, key dates on campustervisSocialMediaPost, Boilermaker trivia, historical athletic facts, and social media holidays. The goal of T & L’s social media outlets is to get to know our followers’ needs and wants related to Purdue product through social listening. Social media will also give us the opportunity to build deeper relationships with existing consumers to drive them to purchase again and again.

If you are interested in having your Purdue product featured on our social media channels or would like to see our 2015-2016 social media calendar to determine where your product would best fit in relation to our marketing initiatives, social media holidays, or events taking place on campus please contact Abby Hawn, Trademark Licensing and Student Engagement Specialist, or Alexa Goodman, Trademark Licensing Social Media Intern. Lastly, if you are intersted in donating items for social media giveaways please mail to:

Purdue Trademarks and Licensing
Attn: Abby Hawn
Freehafer Hall
401 S. Grant Street
West Lafayette, IN 47907-2024

Events

Ryan Kerrigan 12th Boiler Golf Outing

On May 8, former Purdue All-American Ryan Kerrigan, now a defensive standout with the NFL’s team in Washington, DC, Redskins, appeared for the fourth straight year at the golf scramble baring his name, Ryan Kerrigan 12th Boiler Golf Outing, which was sponsored jointly by the Joe Tiller Chapter of the National Football Foundation and Purdue’s Trademarks

15KerriganGolfOuting

Licensing Office. The event contributed $4,756 toward two scholarships – the 12th Boiler Fund in the John Purdue Club for a Purdue football player and the NFF Scholarship Fund for high school seniors plus Ryan’s charity the “Blitz for the Better” Foundation. Many of the participants in the golf outing were vendors, retailers and licensees of Purdue University, along with several NFF chapter members. For more information contact Jim Vruggink, Trademark Licensing & Advertising Manager.

University Calendar: Key Dates

  • August 8: Summer Commencement
  • August 24: Classes Begin
  • September 7-12:
    • Military Appreciation Week
      • September 12: Military Appreciation Game/Band Day vs. Indiana State
  • September 19:
    • Purdue Family Day
    • Purdue Football vs. Indiana State
    • Purdue Volleyball vs. Notre Dame at Mackey Arena
  • September 21-October 2: Hammer Down Cancer Week
    • September 26: Hammer Down Cancer Game vs. Bowling Green
  • October 12-13: Fall Break
  • November 6-8: Homecoming
    • November 7: Homecoming football game vs. Illinois  
  • November 13: Men’s basketball regular season opener vs. North Carolina A&T
  • November 28: Old Oaken Bucket game vs. Indiana
  • December 1-12: Twelve Days of Christmas Social Media Campaign
  • December 20: Commencement

Resources

Demographics

Purdue Trademarks and Licensing has gathered demographic information from the Purdue Alumni Association, Purdue Data Digest, and Purdue Sports Properties for the University’s vendors to be able to identify the ideal Purdue consumer for their products and services and develop affective marketing strategies, such as product packaging, advertisements, location and pricing to reach Boilermaker buyers. The demographic information includes geographic area, gender, household income, shopping preferences and retailer information by city and zip code, season ticket holders, and radio affiliates. It also includes Purdue alumni count by U.S. state, international count, and by Indiana county, student enrollment by Indiana county, U.S. state/region, and by residency. For more information contact Travis Baugh, Trademark Licensing Graduate Assistant.

Welcome New Licensees

Purdue Trademarks and Licensing would like to extend a welcome to our new licensees.AlexandAniPurdue

  • Imperial International Div. of H. Betti Industries
  • Knights Apparel Inc (Star Wars)
  • All Star Dogs
  • Alex and Ani 
  • Bruzer Sportsgear Ltd
  • Design Master Associates
  • Eagle Group LLC
  • Lulu DK Lifestyle
  • New Thermo Serv Ltd
  • 19nine LLC
  • Chillinder Coolers
  • Full Turn Direct
  • Great Finds Inc.
  • JUNK Brands LLC
  • Main Street Checks Inc.
  • Sideline Sneakers LLC
  • Spirit Towels USA LLC
  • Wave 7 Technologies Corporation
  • Champion System
  • Gallo Enterprises Inc.
  • GameDay Couture
  • Justin Brands Inc.
  • Panini America Inc.
  • Priority Press Inc.

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